iiinova — where your digital self keeps evolving

Jon Loomer @jonloomer.com · 22/01/2025

For those who listen to podcasts, my latest Pubcast Shot is live. I grapple with Meta's latest controversial announcements, both from a personal and brand/advertiser perspective. It ain't easy. Just 10 minutes of your time...

pubcast.jonloomer.com

What Meta’s Latest Changes Mean for Advertisers

Recent controversial changes at Meta have raised questions about user exodus and advertiser response, but with limited alternatives and Meta's near-monopoly status,…

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Jon Loomer @jonloomer.com · 22/01/2025

Yeah, not sure! I didn't follow the Potus account. The only thing I saw is that the switch of Potus has been a thing since 2020 and that the archive accounts aren't new either. Not sure how it works from there though.

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Jon Loomer @jonloomer.com · 22/01/2025

I’d scrutinize those reports, but yeah. That would suck!

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Jon Loomer @jonloomer.com · 22/01/2025

Yeah, lots of people confused since the Potus and VP accounts automatically switch hands at inauguration.

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Jon Loomer @jonloomer.com · 15/01/2025

Thanks! I started it in 2013, originally as an interview format where my guest and I would enjoy a drink while discussing a topic. Now it's Shots only (5-10 minutes) focused on Meta advertising (which is my core business anyway). So agencies, Meta ad consultants.

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Jon Loomer @jonloomer.com · 15/01/2025

Shoutout to @dylanschmidt.com (Content Clips) for taking over the editing!

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Jon Loomer @jonloomer.com · 15/01/2025

It's just a different creative outlet. I really enjoy it, and I dig the final product. I'm only recording "Shots" now, which are solo 5-10 minute episodes on a single topic. Listen to my latest episode below... pubcast.jonloomer.com/is-it-time-t...

pubcast.jonloomer.com

Is It Time to Abandon Lookalike Audiences?

Lookalike audiences made sense in 2014 when targeting options were limited, but with Meta's evolved algorithm handling audience expansion and remarketing automatica…

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Jon Loomer @jonloomer.com · 15/01/2025

I'm so happy to have my podcast back. I had to abandon it during the past two and a half years once I committed to short-form video. Something had to go. But once I stopped publishing a video every day (scaled back to three per week), some time and mental space became available.

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Jon Loomer @jonloomer.com · 10/01/2025

Someone who joined my email list in 2013 (possibly earlier), bought my first training course, and was a member of my private community from 2015 to 17 just signed up again. Being around this long, this is the stuff that makes me smile.

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Jon Loomer @jonloomer.com · 09/01/2025

Very true. I'm also seeing a steady increase in AI search referrals, though it's still small comparatively. Like you say, it's the bottom line that matters. The bottom line was hurt over the years, too, but I can't blame that entirely on Google. It's complicated.

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Jon Loomer @jonloomer.com · 09/01/2025

Word. I've always been conscious of the slice of traffic that Google sends me, which I rely on. That's dipped over the years. While it would be nice to replace that, I just keep creating content and showing up in multiple places. Then pray to the Google gods every night.

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Jon Loomer @jonloomer.com · 09/01/2025

It's easy to assume greed whenever a business makes a decision that will cost you money. But sometimes... it's just business.

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Jon Loomer @jonloomer.com · 09/01/2025

No, this wasn't greed. It was necessity. Some were taking advantage of my bot by using it in ways I had not expected. It became too expensive and the only way to truly control it was to put it behind a paywall...

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Jon Loomer @jonloomer.com · 09/01/2025

Dear reader, my website is loaded with free content. I write a new blog post every day. I publish three videos every week. I now publish a new podcast episode every week. I have multiple free lead magnets that provide value without having to spend a dime...

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Jon Loomer @jonloomer.com · 09/01/2025

Well, one person decided to let loose on it today, going on about my greed. That I ruined this bot because of my need for money...

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Jon Loomer @jonloomer.com · 09/01/2025

Every day, I see several attempts to get Meta advertising advice from that new assistant that is ill-equipped to answer those questions. They often attempt to trick it, though that's impossible. It doesn't have the trained content...

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Jon Loomer @jonloomer.com · 09/01/2025

So I replaced the bot on my main website with an assistant that explains my product offerings. Of course, those who made my old bot a part of their regular routine may not have been happy to discover this...

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Jon Loomer @jonloomer.com · 09/01/2025

I eventually decided that a perfect solution was to make access to it a benefit of my private membership. This would limit the usage, and I'd feel better that the effort and credits that go into it would be paid for...

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Jon Loomer @jonloomer.com · 09/01/2025

This bot was valuable, and it was also a decent amount of work. It's not trained on all of my content because much of it is outdated. I have to highlight what I think is most valuable and remove stuff when it gets old...

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Jon Loomer @jonloomer.com · 09/01/2025

I began hitting my limit every month. I'd hit it early, driven by these few people. I put usage limits on people, but they found ways of getting around them. I paid for extra credits, but it was never enough. They'd blow through those extra credits every time...

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Jon Loomer @jonloomer.com · 09/01/2025

It made me question how they were using it and if it was somehow driving their own business. I was less concerned about that than I was the volume itself. I had a usage limit on this chatbot. If I go over it, I pay for more credits...

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Jon Loomer @jonloomer.com · 09/01/2025

I wanted it to be an extension of my content and an attraction -- a reason people come to my website. For some people, it certainly became that. Some people used it a lot. And when I say "a lot," I mean that they asked it hundreds of questions per month...

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Jon Loomer @jonloomer.com · 09/01/2025

In many ways, it became what I envisioned. I write a TON of content, and it isn't easy to sift through it all. But it gave people the option of getting quick and mostly reliable answers. It became too good...

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Jon Loomer @jonloomer.com · 09/01/2025

Not every business decision is driven by greed... For the past year and a half, I've had a chatbot on my website that is strategically trained on specific content to make it most helpful. In the beginning, it was cool and novel, but flawed. With time, it's gotten better and better. 🧵

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Jon Loomer @jonloomer.com · 08/01/2025

Aw dang. Thanks so much, Sarah!

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Jon Loomer @jonloomer.com · 08/01/2025

I hear you. I'm personally using all social media way less than I once did. It's difficult to abandon anything entirely without completely changing my business. It's tough for sure.

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Jon Loomer @jonloomer.com · 07/01/2025

Not ideal. The only somewhat helpful reminder is that nearly every major social media platform is a dumpster fire in one way or another. It doesn't make the stuff okay, but shifting to another platform comes with its own baggage. Any change I make would be life-changing.

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Jon Loomer @jonloomer.com · 07/01/2025

To put it another way, I'm much less concerned about how this will impact my business than how much longer I'm willing to put up with this nonsense -- and what that means.

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Jon Loomer @jonloomer.com · 07/01/2025

Not necessarily. There just aren’t many good options and I think the majority of people will begrudgingly stay put. Meta remains a utility that no one likes but most people stick with.

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Jon Loomer @jonloomer.com · 07/01/2025

Social media has become a mostly awful place. There are exceptions for when it's amazing, but do the overall positives outweigh the negatives? I'm using it less and less, and I'm not convinced that the different platforms matter all that much. It wasn't always like this, but not sure how to fix it.

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Jon Loomer @jonloomer.com · 02/01/2025

You communicate words good.

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Jon Loomer @jonloomer.com · 13/12/2024

Instead of "full of doubt," wouldn't the opposite of "cocksure" be "cockunsure?"

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Jon Loomer @jonloomer.com · 13/12/2024

I need to use "cocksure" more.

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Jon Loomer @jonloomer.com · 13/12/2024

It wouldn't shock me to see Hoskins dealt. I've heard no rumors, but with Yelich's back and the quality of other outfielders they have, DH/1B makes a whole lot more sense for him.

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Jon Loomer @jonloomer.com · 13/12/2024

Well that's pretty sweet. Nestor is getting all the attention, but I assume Durbin is actually the centerpiece for the Brewers.

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Jon Loomer @jonloomer.com · 13/12/2024

I don't know much about him, but Ortiz and Turang are natural shortstops and elite defenders. I'd be surprised if neither of them play short.

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Jon Loomer @jonloomer.com · 13/12/2024

We espresso nerds are just too complex for AI.

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Jon Loomer @jonloomer.com · 12/12/2024

My favorite social media comment is "check your dm." Whenever I see it, I immediately stop what I'm doing and check my dms.

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Jon Loomer @jonloomer.com · 11/12/2024

I like the quiet though.

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Jon Loomer @jonloomer.com · 11/12/2024

I only posted it on the other place when no one responded here.

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Jon Loomer @jonloomer.com · 10/12/2024

That's easier with view-through conversions. But now that some click conversions (we never know how many) came as a result of someone converting after clicking an image or "liking" or commenting, it's virtually impossible. Look for CLEARLY wrong data. But otherwise, be happy with "close enough."

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Jon Loomer @jonloomer.com · 10/12/2024

It's why we need to let go of needing results to "match up." They never will. This was true before I made this realization, but it's even more true now. These aren't fake conversions or "stealing" credit. But they deserve context. It's the advertiser's responsibility to make sense of it...

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Jon Loomer @jonloomer.com · 10/12/2024

There's a long list of reasons why Ads Manager doesn't match up with your third-party reporting. It doesn't matter if you use UTM parameters. View-through and this segment of click conversions have no chance. They won't show up. And it will drive your client crazy...

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Jon Loomer @jonloomer.com · 10/12/2024

These click conversions have more in common with view-through conversions than click-to-website conversions. But they get a 7-day attribution window. That seems unnecessary. And this further contributes to discrepancies...

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Jon Loomer @jonloomer.com · 10/12/2024

Meta came out with Engaged-View attribution to separate those who viewed a video for 10 seconds from low-engaged view-through conversions. Something similar could be done for click attribution. 1. Click to Website 2. Other Click But there's another problem...

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Jon Loomer @jonloomer.com · 10/12/2024

The fact that these conversions are possible isn't the problem. First, I'd prefer Meta simply counted them as view-through conversions. They still matter, but they don't matter nearly as much as if someone clicked through to my website from my ad. They could also be separated...

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